DIY
DIY and Gardening

DIY And Gardening in Germany

Germany

Euromonitor International's DIY And Gardening in Germany market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.

Tables: 34  |  Publication date: Oct 2009
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Executive summary

Good Overall Performance

The overall market of DIY and gardening in Germany showed a rather good performance. Both sectors, DIY and gardening saw a positive growth in 2008. Within these sectors, the subsectors of building materials and barbecues performed particularly well. However, compared to the review period, the market of DIY and gardening proved to be stagnant. Both sectors of DIY and gardening registered a slowdown of growth. Even the highest growth subsector, such as building materials and barbecues, recorded a significantly lower growth rate in 2008 than over the review period. The main reasons for this were market saturation and the high number of competitors, as well as a slight reduction in the willingness of consumers to spend due to the credit crunch.

The Effects of Recession and Climate Change

The most important factors that influenced the performance of the DIY and gardening markets in Germany were the impact of economic crisis and the effects of weather conditions that affected the sector of gardening in particular. With the world economic crisis taking its swing, consumers are starting to pay increased attention to their expenditures. DIY products benefited from this trend in particular since consumers preferred to do all home improvements and repairs themselves in order to cut down on costs. The sector of gardening was affected by climate changes in 2008. Moderately high summer temperatures contributed to the growth of barbecues and horticultural goods in particular.

Home Repairs and Pastimes

The fastest growth within the DIY sector in 2008 was recorded for the subsector of building materials. This product group benefited from consumers’ preference for home repairs. In the light of the current recession, Germans focus on home repairs and improvements rather than on more expensive renovations. Within the sector of gardening, the highest growth in 2008 was recorded in the subsector of barbecues. According to the barbecue magazine Fire&Food, Germans are becoming increasingly fond of barbecuing and regard it as one of their favourite pastimes. Increased interest for outdoor activity and fellowship among Germans also contributed to a good performance of barbecues in 2008.

Highly Fragmented Market

The competitive environment in the DIY and gardening markets in Germany can be best described as fragmented. A high number of market players made up a rather small portion of the market share for both leading and smaller competitors. Within the market of DIY and gardening, more than half the market share was held by numerous small players. In both sectors, however, private labels managed to position themselves as the leader generating growth with the help of cheaper products. Global players performed better in gardening than in the DIY sector.

Fairly Good Prospects

Over the forecast period the market for DIY and gardening is expected to show a better performance than over the review period. However, this will only be a slowdown of decline registered over the period under review. The main factors that will be responsible for this will be the growing number of consumers that switch to private label products due to the expected increase in the already high thriftiness of German consumers. Moreover, increased price promotions over the forecast period, as well as growing consumer preference for "do-it-yourself" activities in home triggered by the economic crisis, might also contribute to a slowdown of the decline. Within the sectors, the most successful categories will remain building materials and barbecues as was the case in 2008. All other products are expected to show a weaker performance.

Table of contents

DIY AND GARDENING IN GERMANY : MARKET INSIGHT

EXECUTIVE SUMMARY

Good Overall Performance

The Effects of Recession and Climate Change

Home Repairs and Pastimes

Highly Fragmented Market

Fairly Good Prospects

KEY TRENDS AND DEVELOPMENTS

Impacts of the Upcoming Recession

New Product Launches - Convenience and Practicality

Economising – an "In" Necessity

Organic Products – a Lucrative Category

Online Shopping – Convenience at Home

MARKET DATA

Table 1 Sales of DIY and Gardening by Sector: Value 2003-2008

Table 2 Sales of DIY and Gardening by Sector: % Value Growth 2003-2008

Table 3 DIY and Gardening Company Shares 2004-2008

Table 4 DIY and Gardening Brand Shares 2005-2008

Table 5 Sales of DIY and Gardening by Distribution Format: % Analysis 2003-2008

Table 6 Forecast Sales of DIY and Gardening by Sector: Value 2008-2013

Table 7 Forecast Sales of DIY and Gardening by Sector: % Value Growth 2008-2013

DEFINITIONS

DIY and gardening

DIY

Building materials

Hardware

Electrical supplies

Hand tools and accessories

Power tools and accessories

Paint/home decorating

Wall/floor/window coverings

Plumbing/heating/cooling

Millwork/doors/windows

Kitchen and bath products

Other DIY

Gardening

Horticultural goods

Garden structures

Gardening equipment

Garden care

Other gardening

Barbecues

Summary 1 Research Sources

LOCAL COMPANY PROFILES - GERMANY

BOSCH & SIEMENS HAUSGERäTE GMBH - DIY AND GARDENING - GERMANY

STRATEGIC DIRECTION

KEY FACTS

Summary 2 Bosch und Siemens Hausgeräte GmbH: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 3 Bosch und Siemens Hausgeräte GmbH: Competitive Position 2008

DEUTSCHE AMPHIBOLIN-WERKE VON ROBERT MURJAHN STIFTUNG & CO KG - DIY AND GARDENING - GERMANY

STRATEGIC DIRECTION

KEY FACTS

Summary 4 Deutsche Amphibolin-Werke von Robert Murjahn Stiftung & Co KG: Key Facts

COMPANY BACKGROUND

PRODUCTION

Summary 5 Deutsche Amphibolin-Werke von Robert Murjahn Stiftung & Co KG: Production Statistics 2008

COMPETITIVE POSITIONING

Summary 6 Deutsche Amphibolin-Werke von Robert Murjahn Stiftung & Co KG: Competitive Position 2008

HORNBACH HOLDING AG - DIY AND GARDENING - GERMANY

STRATEGIC DIRECTION

KEY FACTS

Summary 7 Hornbach Holding AG: Key Facts

Summary 8 Hornbach Holding AG: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

OBI GMBH & CO DEUTSCHLAND KG - DIY AND GARDENING - GERMANY

STRATEGIC DIRECTION

KEY FACTS

Summary 9 OBI Bau- und Heimwerkermärkte GmbH & Co Franchise Center KG: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

PRAKTIKER BAU & HEIMWERKERMäRKTE HOLDING AG - DIY AND GARDENING - GERMANY

STRATEGIC DIRECTION

KEY FACTS

Summary 10 Praktiker Bau- und Heimwerkermärkte Holding AG: Key Facts

Summary 11 Praktiker Bau- und Heimwerkermärkte Holding AG: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

DIY IN GERMANY

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

New Product Developments

Summary 12 New Product Launches 2008

SECTOR DATA

Table 8 Sales of DIY by Subsector: Value 2003-2008

Table 9 Sales of DIY by Subsector: % Value Growth 2003-2008

Table 10 DIY Company Shares 2004-2008

Table 11 DIY Brand Shares 2005-2008

Table 12 Sales of DIY by Distribution Format: % Analysis 2003-2008

Table 13 Forecast Sales of DIY by Subsector: Value 2008-2013

Table 14 Forecast Sales of DIY by Subsector: % Value Growth 2008-2013

GARDENING IN GERMANY

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

New Product Developments

Summary 13 New Product Launches 2008

SECTOR DATA

Table 15 Sales of Gardening by Subsector: Value 2003-2008

Table 16 Sales of Gardening by Subsector: % Value Growth 2003-2008

Table 17 Gardening Company Shares 2004-2008

Table 18 Gardening Brand Shares 2005-2008

Table 19 Sales of Gardening by Distribution Format: % Analysis 2003-2008

Table 20 Forecast Sales of Gardening by Subsector: Value 2008-2013

Table 21 Forecast Sales of Gardening by Subsector: % Value Growth 2008-2013

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